NBC, which has made“Breakfast at Wimbledon” asummer programming staplesince 1979, was looking toextend its network contract,which expired with the 2011tourney, for two more years,and then bring NBCUniversalco-owned Versus to the netwith weekday coverage. Theplan called for full live TV —NBC has been criticized forshowing key matches ontape delay in deference to theprofitability of Today — andstreaming coverage, beginningwith the 2014 fortnight.

ESPN, which began televisingWimbledon in 2003 andhad two years remaining onits extant contract, was ableto convince the All EnglandClub that its myriad promotionaland platform arsenals,and a “single narrative” voice,made it the American placeto be for The Championshipswell into the next decade.

During a July 5 conferencecall announcing the deal, AllEngland chief executive IanRitchie said, “This has been adeal that’s born great accountto all the factors that I’ve just talked about, of which, money isonly one, but by no means is the preeminent one.”

NBC pinned its loss on the dollars and pence. “While wewould have liked to have continued our relationship, we weresimply outbid,” the network said in a statement.

At $480 million over 12 years — some observers believethe purse might have been higher — the deal represents a74% increase over the combined $23 million — $13 millionfor NBC, $10 million for ESPN — under the former arrangement.The new deal supersedes the final two years of Wimbledon’sold contract.

Under the deal, the giant sports programmer plans to increasethe number of linear TV hours from 100 on ESPN2 duringthe most recently completed tourney to 142 next year, withESPN on court for the second week, including the semifinalsand the gentleman’s and ladies’ finals. ABC will air a recapshow on the tourney’s first Sunday and same-day encores ofthe championship matches.

Maybe even more integral is that the deal will provide upwardof 750 hours for ESPN3.com — the broadband serviceran 650 hours this tournament — and the company’s variedmobile apps.

For its part, Tennis Channel is still engaged with theAll England Club in ongoing negotiations for a renewalof its Wimbledon Primetime, which provides highlights,analysis and, in some cases ,expansive recaps of matchesnot shown on ESPN2.